New Jersey Bans Data-Driven Pricing on Essential Goods, Pauses New Shelf Labels for 1 Year
Updated
Updated · The Guardian · Jul 26
New Jersey Bans Data-Driven Pricing on Essential Goods, Pauses New Shelf Labels for 1 Year
3 articles · Updated · The Guardian · Jul 26
Summary
New Jersey became the third US state to outlaw surveillance pricing after Governor Mikie Sherrill signed the Fair Price Protection Act, barring businesses from using shoppers’ personal data to set individualized prices for identical goods.
The law targets pricing based on online activity, location and purchase history, aiming to stop retailers from charging some consumers more for groceries and other essential items.
A 1-year moratorium also halts rollout of new electronic shelf labels while the New Jersey Innovation Authority studies their impact; stores may keep using, repairing and replacing existing labels.
Loyalty programs and other discounts are exempt, preserving standard promotional pricing even as the state tightens rules on personalized price setting.
Maryland and Connecticut already ban the practice, and a similar bill in New York is awaiting Governor Kathy Hochul’s signature.